Reports to: VP Sales
Location: Warrington, UK (office-based with travel as required)
Department: Sales
Scope of Role
The Sales Development Manager is responsible for leading, developing, and scaling the Sales Development Representative (SDR) function. The role owns the performance, productivity, and continuous improvement of the SDR team, ensuring consistent delivery of qualified opportunities that contribute to company revenue growth.
This is a hands-on leadership role requiring an experienced and highly driven individual with a proven track record of building and managing high-performing business development teams within Managed Services, Cloud, Networking, Security, Telecommunications, or related technology sectors.
The Sales Development Manager will be accountable for team recruitment, onboarding, coaching, performance management, KPI achievement, pipeline generation, forecasting, and process optimisation.
Core ResponsibilitiesTeam Leadership & Management
- Recruit, onboard, develop, and retain high-performing SDRs.
- Set clear expectations, goals, and development plans for all team members.
- Conduct regular one-to-ones, coaching sessions, and performance reviews.
- Create a culture of accountability, resilience, and continuous improvement.
- Identify future talent and support career progression into Account Executive and sales roles.
KPI & Performance Ownership
- Take full ownership of SDR team performance against agreed targets.
- Monitor daily, weekly, and monthly activity and conversion metrics.
- Drive achievement of meeting generation, opportunity creation, and pipeline contribution targets.
- Implement corrective actions where performance falls below expectations.
- Report team performance, forecasts, risks, and opportunities to Sales Leadership.
Pipeline Generation
- Ensure consistent creation of qualified opportunities across target markets.
- Oversee account targeting strategies, campaign execution, and prospecting activity.
- Work closely with Marketing, Vendor Partners, and Account Executives to maximise lead generation effectiveness.
- Drive adoption of best-practice prospecting methodologies.
Coaching & Development
- Deliver ongoing coaching on prospecting, qualification, objection handling, and discovery skills.
- Review calls, emails, and outreach activity to improve quality and conversion rates.
- Develop structured onboarding and training programmes.
- Support SDRs in achieving both activity and quality objectives.
Sales Operations & Process Governance
- Ensure CRM data quality and adherence to sales processes.
- Maintain accurate forecasting of meetings, opportunities, and pipeline contribution.
- Drive adoption of approved methodologies, tools, and sales governance processes.
- Identify and implement process improvements to increase team efficiency and conversion rates.
Strategic Contribution
- Provide market intelligence and prospect feedback to Sales and Marketing leadership.
- Recommend improvements to targeting, messaging, campaigns, and sales development strategies.
- Support business planning and growth initiatives.
Required Experience & Skills
- Minimum 5 years' experience in technology sales, business development, or sales leadership.
- Proven experience managing SDR, BDR, inside sales, or lead generation teams.
- Demonstrated success delivering and exceeding pipeline growth targets.
- Experience recruiting, coaching, and performance-managing sales professionals.
- Strong understanding of Managed Services, Cloud, Security, Networking, Telecoms, or related technology sectors.
- Data-driven approach with strong analytical and reporting skills.
- Strong CRM experience (Dynamics, Salesforce, or equivalent).
- Excellent communication, presentation, and leadership capabilities.
- Ability to operate in a fast-paced, target-driven environment.
- Highly motivated, energetic, resilient, and commercially focused.
Key Behaviours
The successful candidate will demonstrate:
- A relentless drive to achieve and exceed targets.
- Strong personal accountability and ownership.
- High energy and resilience.
- Excellent coaching and mentoring capability.
- A proactive, solution-focused mindset.
- Professionalism, integrity, and strong ethical standards.
- A passion for developing people and building winning teams.
Team KPIs (Manager Accountability)
The Sales Development Manager will be accountable for:
- Achievement of all SDR meeting-generation targets.
- SDR opportunity and pipeline contribution targets.
- Lead response SLA compliance.
- Team conversion rates from lead to opportunity.
- SDR productivity and activity targets.
- CRM data quality and forecast accuracy.
- Employee retention and development.
- Recruitment and onboarding of new SDRs.
- Continuous improvement of team performance and efficiency.
Success Profile
This role is suited to an ambitious sales leader who thrives on building teams, developing talent, driving accountability, and creating predictable pipeline growth. The successful candidate will combine strong leadership skills with a hands-on approach to coaching and performance management, ensuring the SDR team consistently delivers against business growth objectives.
Pay: £40,000.00-£45,000.00 per year
Benefits:
Work Location: In person
